Past that, the data on this stuff mentioned above starts to get really complex and often loses people. Where people don’t understand, they get mad. Hence the large investment.

There is also the crazes in online that leave people disillusioned. It is a tough gig, quite frankly.

I’m starting to think that search gets the glory because everyone wants it to. Everyone uses search, everyone talks about search, and everyone is expecting SEM to perform.

I couldn’t help but notice that email marketing is left out of the that flow. Targeted online marketing that’s easily tracked with one of the best average ROI going around? :)

I’m so glad I’ve discovered another comm’s pro in Australia who is blogging about this. Really good post.

I wrote a similar post about the impact to Qantas’ brand.

I suspect the Qantas marketing and comm’s departments didn’t have much say in this, other than developing crisis management plan really quickly.

I don’t know if you’ve ever used any sentiment tools to track attitudinal responses on twitter. I took a snapshot on the Saturday afternoon from a free sentiment tool I found online which gave a rough picture. Not pretty as you would expect.

I’m leading a discussion on this on case study in a Linkedin group (Marketing Communications group). I won’t drop the URL but just search for it if you want to chime in.